The impact of social media on managing the image of the Polish national football team

Presented paper contains looks which mainly attempt to analyse the promotion in sport by social media and brand image management on the example of „Connected by football” channel.

Research process required usage of diagnostic survey method. Exploration shows that social media has contributed to popularisation and improved the image of the Polish National Football Team. Respondents’ opinions about the formula of the „Connected by football” channel. The reasons and motives for the interest of the „Connected by football” channel are mainly involved with sports activities and the team’s life outside of trainings and matches. Survey shows that half of the respondents changed their mind about the players after watching the video materials and due to this fact the emotional bond between players and supporters increase. The research presents that „Connected by football” channel played a significant role in Polish National Football Team image’s building.